Personalized Advertising Using Hotlink Assignment

Abstract

In this paper, we introduce a novel methodology for personalized advertising using hotlink assignment. We provide an automated procedure that places advertising content improving the success of the campaign. Our goal is website reconstruction to enhance browsing experience and to lead customers to certain advertising content through hotlinks. The proposed methodology reduces the number of steps that users need to reach their interest through hotlinks. Also, our algorithm places advertising content in the generated browsing paths taking into account user’ preferences using information from social media and complexity in terms of load and object requests of webpages. Our experiments show a reduction in the steps in about 11% to reach the webpage target/Ads and an improvement on time and memory loss in about 17:5% and 20% respectively during the browsing. Furthermore, the results of users’ relevance feedback show that the majority of the users are satisfied with the provided information using our methodology.